Should you choose to engage Matej Kovac in a little light conversation about miniature cathode ray tubes, he is likely to respond enthusiastically. After all, this is what he studied while a trainee physicist before he persuaded the Slovenian Ministry of Economic Relations and Development that it was necessary to promote investment and trade in Slovenia.

“I was not clever enough to carry on with physics so I decided to get into investment promotion,” jokes Mr Kovac, who is director of Tipa, the Slovenian Trade and Investment Promotion Agency.

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In this field Mr Kovac certainly has been clever. In 1996, the agency received only two enquiries; by 2001 there were 180 and in the first half of this year there have already been more than 200.

The business opportunities of Slovenia, together with the effervescent charm of Mr Kovac, have proved a winning combination. Critical to his success have been his willingness to travel all over the world and to talk with business executives about anything – not just about particle physics and electron flows.

Tipa wants to attract investment in sectors such as automotive, pharmaceuticals and logistics. “We are a boutique country but we are competitive because of a skilled labour force, our access to the Mediterranean and our links with both east and west Europe,” says Mr Kovac.

“We have the efficiency of the Germans, the passion for design of the Italians and the flexibilities of the Slavs – we hope it is not the other way around.”

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